We were tasked with refreshing the Fudge brand, creating a distinct look & feel for its professional and consumer expressions. We developed the brand essence ‘Brave at Heart’ and positioned Fudge as a credible lifestyle alternative to mainstream brands. Renaming the professional brand ‘Fudge Professional’ created distinction between this and ‘Fudge Urban’, the brand’s retail arm. The refreshed brand has been successfully rolled out with a planned phase-in for packaging and in-store expressions between now and 2020.

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